5 ways a holistic urban signage and wayfinding system can enhance campus and community
May 22, 2026
Good signage can unlock benefits to the economy, accessibility, local identity, and user experience
Signage and wayfinding for urban planning may look like a finishing touch on a community or campus. But signs are more than just signs. They don’t simply point people in the right direction.
They can quietly tackle some of the toughest urban planning challenges. Thoughtful wayfinding can reduce stress, improve access, and help communities and campuses work better—for everyone. And they should be a holistic part of the plan.
Picture yourself visiting a large medical campus for the first time. You have an early morning appointment and take public transit. Once you get off the bus, you don’t see a direct walking path to the visitor entrance. The buildings are large, and the entrances are out of sight. You’re wandering around the perimeter of the campus.
By the time you find the right door, you’re late and already dreading your next visit.
At the same time, another visitor arrives by car. They don’t know the road system and keep looping around the campus. They simply want to find parking so they can visit their daughter in the hospital.
Elsewhere, a conference attendee has a break between sessions. They’ve heard about a nearby museum and are trying to find a path there for a quick visit. Without clear signage and direction, they give up.
Signage at the new mobility hub in Assembly Square prioritizes walking routes, bikeshare locations, and MBTA train and bus stations. The system includes walk times, illustrated maps, and custom iconography.
In moments like these, a well‑placed sign does more than give directions. It reassures people. It saves time. And it helps them focus on why they’re there, not how to get there. When we integrate urban signage and wayfinding holistically, they become quiet problem‑solvers—supporting people when they need clarity most.
Most of us don’t notice urban signage and wayfinding along our frequent and familiar routes. But when we need them, we definitely notice when they are missing. In a world that perhaps relies too heavily on smartphones and GPS, cohesive and connected wayfinding systems attract attention at the right decision points and support ease of navigation.
An effective signage system is not one‑size‑fits‑all. It uses different types of signs for different needs. These may include:
- Gateway signs that welcome people to an area
- Directional signs with arrows to guide drivers and pedestrians
- Informational kiosks that share details
These signs work together with existing systems, such as street signs. They may also include digital signs that can be updated and customized.
We need to be strategic when we design wayfinding systems. When done so, they can unlock economic value, improve accessibility, and strengthen local identity.
Where do we need urban signage and wayfinding? Nearly everywhere. Here’s a small sample:
- Downtown main streets
- Healthcare and academic campuses
- Historic districts
- High-density destinations like arenas and airports
Recently, our urban mobility and brands and experiences groups teamed up. Together, they created comprehensive wayfinding strategies and visual systems for various cities and mixed-use districts.
Here, we’ll explain five key urban signage and wayfinding benefits. We’ll also share how they are working in real life.
1. Strong wayfinding can switch on places for activity—and spending
When wayfinding is unclear, people get lost. They may feel unwelcome and are less likely to return in their free time.
Good urban signage and wayfinding engage us. They shine a spotlight on public spaces and destinations we might not otherwise notice. While signs should be designed with first-time visitors in mind, they often help locals rediscover amenities.
Effective wayfinding takes a subtle approach. It reveals connections between destinations; it encourages people to explore. Research shows that when signage displays the distance to walk or bike to a location, it increases the likelihood that visitors will reach multiple destinations—and, in turn, spend more time and money at local businesses.
The way we position signage and wayfinding and show destinations can also impact the economy. Is there a sign missing at a critical intersection to direct drivers to public parking? When drivers circle, frustration builds. They may not want to return. Parking technology studies have shown that parking search times drop by 45 to 55 percent when strong wayfinding is in place.
The Massachusetts Downtown Initiative helps communities revitalize their main street; it includes funding for urban wayfinding and signage. Our team has worked with many communities to use these grants to boost their wayfinding.
Here’s an example of how wayfinding works: Globally, Legible London has shown positive returns of wayfinding in a complex city. London’s clear and recognizable wayfinding system has created:
- 60 percent decrease in people feeling lost
- 16 percent time-savings for pedestrian journeys
- 66 percent increase in user knowledge of local area context
Bold color and origami-like arrow elements draw visitors to seek out the privately owned public space in Central Plaza in Cambridge, Massachusetts.
Case Study: In Cambridge, Massachusetts, good urban signage and wayfinding design supports the economy. A series of signs draws attention to one of the city’s privately owned public spaces (POPS) at the heart of dynamic Kendall Square. Here, the signage integrates Cambridge’s proprietary POPS logo—and that designation—along with a design that features bold directional arrow elements that use origami-like folds and striking colors. This visual feature helps visitors find and use a public gem that hosts programming, play, and connection with nature. And signs introduce visitors to local dining, entertainment, and retail options while directing them between the POPS.
When they invest in signage and wayfinding, communities show they are also proud of their local economy and its offerings.
2. Holistic wayfinding offers low-stress access to essential places like the hospital
Accessibility is about more than ramps and entryways. It begins with how easily people can understand and navigate a place. And that starts the moment they arrive.
Public spaces are for everyone. And good signage should make it easier for people of all abilities to use them confidently. If we approach design with accessibility as a priority, we tend to design places that are easy to traverse on foot.
What does accessibility mean for signage? This is what the American Disability Act (ADA) requires for accessible signs:
- High-contrast typefaces
- Braille integration where appropriate
- Positioned at a height where all users can see them
Iconography can promote access, too. It can simplify information, communicate quickly, and reach non-English speakers. In some places, signs feature multiple languages to boost accessibility.
At Longwood, we created a unified visual language to convey information clearly while reflecting the district’s multifaceted character. Curved panels, soft corners, and a clean typographic system increase accessibility and ease of navigation.
Case study: The Longwood Medical and Academic Area (LMA) includes several well-known places. These include Harvard Medical School, Boston Children’s Hospital, Brigham and Women’s Hospital, along with several research labs and colleges. While each institution maintains its own private signage system, the district-owned signs on the public streets are fragmented and decades out of date. This diverse district attracts thousands of daily visitors from Greater Boston and beyond, many of whom are unfamiliar with the area. They encounter navigational issues that include:
- A large collection of medical facilities. And that likely leads to a higher ratio of visitors who may have mobility challenges.
- Lack of clarity about which paths are or are not accessible for those using wheelchairs or other mobility devices.
- Complex street grids with large blocks and limited visibility of facility entrances.
- Few consistent cues between transit stops, garages, and campuses.
- Overlapping district brand identities and an outdated visual style. This is especially troubling for non-English speakers.
We re‑envisioned the system around how people use signs and move through the district. Starting with user needs and travel modes, we mapped route options to dozens of facilities. And our focus was on clear circulation and efficient wayfinding.
To ground the design in real behavior, we worked closely with local organizations to understand where GPS directions fall short. We wanted to know how people truly navigate the area. That insight shaped a new approach to destination mapping—one that is clearer, more engaging, and easier to read at a glance. Pedestrian signs now include walking distances to help people make informed decisions on the move.
In a world that perhaps relies too heavily on GPS, cohesive and connected wayfinding systems attract attention at the right decision points and support ease of navigation.
We also refined sign placement to balance visibility with accessibility. By limiting the impact to sidewalk space and improving clearance at ADA curb ramps and other inclusive features, the system supports safer, more comfortable travel for everyone.
This thoughtful and cohesive approach to urban wayfinding will help address many of the issues in the district. It will help increase accessibility, walkability, and easy navigation. The planning for the sign system update is underway.
3. Good wayfinding makes it easier to get around without a car
In the US, many cities are car centric. People are far more likely to walk, bike, or take transit when the path forward feels clear, visible, and intuitive.
Wayfinding signs can support active lifestyles and promote alternative modes of transportation. A study in Hawaii found that good signage made 33.1 percent of people more confident walking or using their bikes. Studies also show that when signs include public transportation information, ridership goes up.
Signs should help promote safety. Vehicle-pedestrian conflicts—especially at crosswalks and intersections—go down when drivers can focus on the road. If they are confused because signs are too small, lack information, or are not positioned at critical turning points, it only adds to risks.
Another benefit? When more people walk, bike, and use transit, there is less congestion on the road, which lowers vehicle emissions.
Case study: Assembly Square is a vibrant mixed-use district in Somerville, Massachusetts. To enhance its status as a multimodal-friendly destination, our team designed signage for the district to support its first mobility hub. The mobility hub was a perfect partner platform to introduce a refreshed approach to new wayfinding signs. These signs better support users of different travel modes.
We also created signage and branding for the residential property Miscela, located within the district. Good signage directs users as they switch from one transport mode to another. We studied the way people move to/from/through the district. It helped us to understand pedestrian desire lines, access points, and visibility of transit options in relation to new developments. We layered the optimal travel routes for different modes in relation to the district’s key destinations. We used the data on movement to locations to reveal where signs would make the biggest impact on journeys.
Our start-from-scratch approach positions the district with a plan for a cohesive sign system that includes a range of sign types with specific functions. The effort culminated in the installation of a prototype sign to coincide with the launch of the new mobility hub. The wayfinding includes:
- Illustrated maps
- New icons
- It highlights bike sharing stations, transit stops, and walking routes and distances
The signs will show the walkability of the district and encourage visitors to spend time. Planning is underway to install the rest of the system.
4. Wayfinding helps us appreciate the historic places around us
Special places aren’t just easy to navigate—they tell a memorable story.
Communities should use signage and wayfinding to connect residents and visitors to the history and culture of places. Signage and wayfinding can tell stories and provide direction while creatively enhancing the sense of place. Downtowns can use new signage to mark historic or culturally significant sites, promote amenities and community events, celebrate milestones, or highlight special designations.
Better signage can make these areas easier to use and uplift identity and pride for the entire region.
The visual identity for Holyoke, Massachusetts, employs an industrial-style type with a modernized mill icon to celebrate its industrial past and strengthen community pride. The new wayfinding system features a color-coded neighborhood system to reinforce the city’s distinct cultural and geographic areas.
Case study: The historic mill city of Holyoke, Massachusetts, asked for new signs to make a more welcoming first impression to visitors who are drawn to its industrial history, canal views, and nearby natural beauty.
Our team developed a broad signage system to improve navigation within downtown, connect to regional access points, and foster a strong visual identity. The new brand enriches the visitor experience and strengthens community pride. The city plans to phase in the signs soon.
5. A wayfinding program can boost property market value
Thoughtful wayfinding and signage can elevate the experience of commercial property and set it apart in a competitive market.
A clear, well-designed system shapes how residents, tenants, and visitors understand and move through a place from the moment they arrive. When signage aligns with architecture, streetscapes, storefronts, and the neighborhood, it creates a clear and cohesive identity. This visual consistency builds trust, strengthens the brand, and signals quality and care.
In mixed-use, retail, and residential settings, effective wayfinding doesn’t just guide people—it reinforces the value of the property. It also supports long-term tenant attraction and retention.
Case study: At Parks at Delray, a large Florida community with more than 700 multifamily homes, the signage and wayfinding system enhances brand and place. The logo, inspired by local plants and wildlife, is used throughout the wayfinding design to create a strong visual identity.
The signage balances a calm, natural feel with a clean, modern look. From monument signs to street, vehicle, and retail signage, each element helps people find their way easily while reinforcing a sense of quality and care across the community.
This way to great places
Many of the country’s greatest places to live, work, and play were built over a long period of time. In most cases, the ad-hoc wayfinding that followed helped people find specific destinations, rather than navigate a system.
Today, we know that thoughtful and coordinated urban signage and wayfinding systems help us enjoy great places. We are excited that our work can make complex places easier for everyone to explore. With many new funding opportunities in the pipeline, it’s a good time for communities to look at investing in wayfinding—it can make all the difference.
